Launch window · Do the numbers before you launch
Launch calculator
This launch calculator shows how much you'd need to spend on ads, how many sales you can expect and what ROAS you'd get, using your own assumptions. It's built for course and programme launches that follow this path: the lead comes in, moves to WhatsApp, attends the live session, has a sales call and buys. Every result comes in two versions, minimum and maximum, so you can see the launch at its worst and at its best.
Instruments · Calculator
Your launch
- Ad spend
- –
- Revenue
- –
- Purchases
- –
- ROAS, worst and best case
- –
Instruments
What the launch calculator asks for
- Launch name, so you can recognise the calculation when you download it or present it.
- Price of the programme you're going to sell.
- Expected leads, meaning how many contacts you think you'll capture.
- Minimum and maximum CPL. CPL is cost per lead: what you pay in ads for each contact.
- Percentage of leads who move to WhatsApp.
- Percentage of those on WhatsApp who attend the session.
- Percentage of attendees who get to the call.
- Percentage of calls that end in a purchase, minimum and maximum.
- Rounding, because you can't sell to half a person: you can round to the nearest whole person, down or up.
Telemetry
What it gives you
- Minimum and maximum ad spend, which is your expected leads multiplied by the minimum and by the maximum CPL.
- The funnel by stage, with how many people reach WhatsApp, the session, the call and the purchase.
- Minimum and maximum purchases.
- Minimum and maximum revenue.
- ROAS in the worst and best case. ROAS is revenue divided by ad spend.
It warns you if any percentage goes over 100% or if the maximum CPL is lower than the minimum, two mistakes that change the whole result. It has a presentation mode for showing the calculation in a meeting, and it downloads the result as a PNG.
Telemetry
How to read the result
Look at the worst case first. If, on cautious assumptions, revenue doesn't cover the ad spend, the launch depends on everything going right.
Change one input at a time. That way you see which stage moves the result most. Sometimes attendance matters more than CPL.
Use percentages from your previous launches. If you don't have them, enter wide ranges and treat them as assumptions.
Bear in mind what ROAS measures here. It only counts ad spend, so it doesn't take off agency fees, tools, production, taxes, payment gateway charges or refunds.
An example with numbers: with a €1,497 programme and €5,000 in ad spend, a ROAS of 9 means €45,000 in revenue, about 30 sales.
Abort mission if…
What the calculator can't tell you
It's an estimate built on your assumptions. It promises nothing. It doesn't know how many new people your offer can reach, how your audience will respond or whether Meta will approve your ads. Nor does it predict how many leads you'll get, because you're the one who enters that number.
Results depend on the client's business model, margin, investment, data history, offer, creative and sales capacity.
Before lift-off
Frequently asked questions about the calculator
Does it work as a ROAS calculator for any business?
It works for funnels with these stages: lead, WhatsApp, session, call and purchase. An ecommerce business, for example, has different stages and needs a different calculation. If your funnel is different, we can run the estimate in the audit with your stages and the data you share with us.
What CPL should I enter if I haven't run ads yet?
A wide range, and base your decision on the maximum. CPL depends on the niche, the offer and the creatives, so any figure without data from your own account is a guess. Campaigns start producing data within days, and then you can run the numbers again with your own CPL.
Open frequency
From the numbers to an audit
If you want to test your assumptions against data, ask for the free marketing audit. Within 7 days we review what you tell us about your campaigns, your funnel and your previous launches, and send you back a plan with priorities, costs and what you can expect from it. We also set the minimum your numbers need to hit before you launch, and if they fall short, we tell you before you spend.
This is how we run launches and evergreen funnels at our marketing agency for course creators.